Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers

Dongyeon Kim; Kyuhong Park; Yongjin Park; Jaehyeon Ju; Jae-Hyeon Ahn

Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers

Dongyeon Kim, Kyuhong Park, Yongjin Park, Jaehyeon Ju, Jae-Hyeon Ahn

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

14 Citations (Scopus)

Abstract

The smart speaker is currently one of the fastest-growing consumer technologies. As a result, more and more people are buying products through smart speakers. However, because voice commerce advertisements are not yet active, little is known about the effectiveness of smart speaker advertisements. This study assessed advertisement effectiveness using several distinctive features of the smart speaker: interactivity, contextually relevant advertisements, and voice changes. Study 1 illustrates that when users interact with an advertisement from the speaker, the effects of the advertisements are more significant than the effects of one-way advertisements, especially in the case of low involvement products. Study 2 further illustrated that contextually relevant advertisements increase the advertisement effectiveness from the smart speaker, while voice dissimilarity moderates the relationship between the contextual relevance and the effectiveness. These findings provide future directions for producing the new forms of advertisements and verifying advertisement effectiveness in the smart speaker environment. © PACIS 2018.

Original language	English
Title of host publication	PACIS 2018 Proceedings
Editors	Motonari Tanabu, Dai Senoo
Publisher	Association for Information Systems
ISBN (Print)	978-4-902590-83-8
Publication status	Published - Jun 2018
Externally published	Yes
Event	22nd Pacific Asia Conference on Information Systems (PACIS 2018) - Yokohama Royal Park Hotel, Yokohama, Japan Duration: 26 Jun 2018 → 30 Jun 2018 https://aisel.aisnet.org/pacis2018/ http://pacis2018.org/index.html

Publication series

Name	Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS

Conference

Conference	22nd Pacific Asia Conference on Information Systems (PACIS 2018)
Abbreviated title	PACIS 2018
Place	Japan
City	Yokohama
Period	26/06/18 → 30/06/18
Internet address	https://aisel.aisnet.org/pacis2018/ http://pacis2018.org/index.html

Bibliographical note

Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to <a href="mailto:[email protected]">[email protected]</a>.

Funding

This research was supported by the funding from the research center for hyper-connected society in KAIST

Research Keywords

Ad effectiveness
Contextual relevance
Interactivity
Product involvement
Smart speaker
Voice similarity

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https://aisel.aisnet.org/pacis2018/204

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Kim, D., Park, K., Park, Y., Ju, J., & Ahn, J.-H. (2018). Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers. In M. Tanabu, & D. Senoo (Eds.), PACIS 2018 Proceedings Article 204 (Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS). Association for Information Systems. https://aisel.aisnet.org/pacis2018/204

Kim, Dongyeon ; Park, Kyuhong ; Park, Yongjin et al. / Alexa, Tell Me More : The Effect of Advertisements on Memory Accuracy from Smart Speakers. PACIS 2018 Proceedings. editor / Motonari Tanabu ; Dai Senoo. Association for Information Systems, 2018. (Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS).

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abstract = "The smart speaker is currently one of the fastest-growing consumer technologies. As a result, more and more people are buying products through smart speakers. However, because voice commerce advertisements are not yet active, little is known about the effectiveness of smart speaker advertisements. This study assessed advertisement effectiveness using several distinctive features of the smart speaker: interactivity, contextually relevant advertisements, and voice changes. Study 1 illustrates that when users interact with an advertisement from the speaker, the effects of the advertisements are more significant than the effects of one-way advertisements, especially in the case of low involvement products. Study 2 further illustrated that contextually relevant advertisements increase the advertisement effectiveness from the smart speaker, while voice dissimilarity moderates the relationship between the contextual relevance and the effectiveness. These findings provide future directions for producing the new forms of advertisements and verifying advertisement effectiveness in the smart speaker environment. {\textcopyright} PACIS 2018.",

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Kim, D, Park, K, Park, Y, Ju, J & Ahn, J-H 2018, Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers. in M Tanabu & D Senoo (eds), PACIS 2018 Proceedings., 204, Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS, Association for Information Systems, 22nd Pacific Asia Conference on Information Systems (PACIS 2018), Yokohama, Japan, 26/06/18. <https://aisel.aisnet.org/pacis2018/204>

Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers. / Kim, Dongyeon; Park, Kyuhong; Park, Yongjin et al.
PACIS 2018 Proceedings. ed. / Motonari Tanabu; Dai Senoo. Association for Information Systems, 2018. 204 (Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - Alexa, Tell Me More

T2 - 22nd Pacific Asia Conference on Information Systems (PACIS 2018)

AU - Kim, Dongyeon

AU - Park, Kyuhong

AU - Park, Yongjin

AU - Ju, Jaehyeon

AU - Ahn, Jae-Hyeon

N1 - Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to <a href="mailto:[email protected]">[email protected]</a>.

PY - 2018/6

Y1 - 2018/6

N2 - The smart speaker is currently one of the fastest-growing consumer technologies. As a result, more and more people are buying products through smart speakers. However, because voice commerce advertisements are not yet active, little is known about the effectiveness of smart speaker advertisements. This study assessed advertisement effectiveness using several distinctive features of the smart speaker: interactivity, contextually relevant advertisements, and voice changes. Study 1 illustrates that when users interact with an advertisement from the speaker, the effects of the advertisements are more significant than the effects of one-way advertisements, especially in the case of low involvement products. Study 2 further illustrated that contextually relevant advertisements increase the advertisement effectiveness from the smart speaker, while voice dissimilarity moderates the relationship between the contextual relevance and the effectiveness. These findings provide future directions for producing the new forms of advertisements and verifying advertisement effectiveness in the smart speaker environment. © PACIS 2018.

AB - The smart speaker is currently one of the fastest-growing consumer technologies. As a result, more and more people are buying products through smart speakers. However, because voice commerce advertisements are not yet active, little is known about the effectiveness of smart speaker advertisements. This study assessed advertisement effectiveness using several distinctive features of the smart speaker: interactivity, contextually relevant advertisements, and voice changes. Study 1 illustrates that when users interact with an advertisement from the speaker, the effects of the advertisements are more significant than the effects of one-way advertisements, especially in the case of low involvement products. Study 2 further illustrated that contextually relevant advertisements increase the advertisement effectiveness from the smart speaker, while voice dissimilarity moderates the relationship between the contextual relevance and the effectiveness. These findings provide future directions for producing the new forms of advertisements and verifying advertisement effectiveness in the smart speaker environment. © PACIS 2018.

KW - Ad effectiveness

KW - Contextual relevance

KW - Interactivity

KW - Product involvement

KW - Smart speaker

KW - Voice similarity

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M3 - RGC 32 - Refereed conference paper (with host publication)

SN - 978-4-902590-83-8

T3 - Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS

BT - PACIS 2018 Proceedings

A2 - Tanabu, Motonari

A2 - Senoo, Dai

PB - Association for Information Systems

Y2 - 26 June 2018 through 30 June 2018

ER -

Kim D, Park K, Park Y, Ju J, Ahn JH. Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers. In Tanabu M, Senoo D, editors, PACIS 2018 Proceedings. Association for Information Systems. 2018. 204. (Proceedings of the Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS).

Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers

Abstract

Publication series

Conference

Bibliographical note

Funding

Research Keywords

Access Output

Other Access Options

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